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enSun, 18 Mar 2018 21:35:37 +0100Thu, 12 Oct 2017 10:31:31 +0200http://content.presspage.com/clients/150_1626.pnghttp://www.priskey.com/
14420 Takeaways from PR is Key 2017http://www.priskey.com/20-takeaways-from-pr-is-key-2017/
http://www.priskey.com/20-takeaways-from-pr-is-key-2017/Topics like real-time content, live monitoring, employee advocacy, a PR ‘train wreck’ and the launch of a state-of-the-art VR newsroom: the second edition of PR is Key had some noteworthy highlights!
]]>A beautiful venue at B. Amsterdam set the stage for our annual event, which this year was centered around the topic of real-time PR. Four speakers tackled the subject from different angles in front of a room full of enthusiastic attendees. We'll be publishing more extensive recaps of all talks in the coming weeks, but for now here is a preview with the major talking points and takeaways.

Rob Brown and the visual language

The opening speaker Rob Brown is managing partner at Rule 5, Vice President of the CIPR and the 4th most respected individual working the the PR in the UK (2011). Rob kicked off the event with a interesting talk about the role of visual communications in real-time PR. The author of the best-sellerPublic Relations and the Social Web llustrated how massive this role is by reminding us that 'Face with tears of joy' was named the Oxford Dictionary Word of the Year in 2015. Rob Brown went on to say that:

There are six major trends in PR, which have to do with data, analytics, real world evaluation, ethical practice, strategic counsel and visual communication.

Visual communication is the #1 trend. Emoji for example represent feelings, emotions and answers, and have formed a language of their own, which is globally understood.

The concept of 'newsworthy' is becoming data-driven: predictions of success now heavily weigh in on the decision to produce a video.

Live, visually driven reporting of events can dominate social and conventional media, as Robs company Rule 5 showed with their coverage of the 2016 Track Cycling World Championships.

2. Thinking before speaking with Alexander de Ruiter

Alexander is co-founder of OBI4wan, a provider of a user-friendly tool for online and offline media monitoring, web care, data analysis, social analytics and content publishing. Alexander finds that data is often just sent around the office, failing to lead to any actionable insights. The reputation management expert had some useful insights of his own:

There's no such thing as an online or an offline reputation. Organizations have one single reputation, which hinges on the integration of online and offline management.

Unless your crisis looks anything like that of United Airlines, you can safely assume a social media storm will blow over in a couple of days.

Monitoring and analyzing shouldn't come after publishing, but before. There are enough data online to use to determine which stories are worth producing.

Research showed that engagement on social media was much higher when messages were posted by employees instead of the corporate account.

You shouldn't only respond to negative comments on social media. If you ignore the positive messages, people will eventually stop posting them.

3. Sébastien Willems on creating an agile PR environment

PressPage’s co-founder and CEO took the stage to talk about the importance of effective systems and workflows as a solid foundation for real-time strategy. Seb started off with a recap of the ‘train wreck’ that the United Airlines debacle was. His main conclusion: UA's statements were hasty and imprudent and lacked self-criticism. This all served as an introduction to the following:

The pressure to respond quickly in a crisis is great, but there's no reason to prematurely draw conclusions. A holding statement asking for more time while you investigate is fine.

PR people need to look for potential risks and notify management so crises can be avoided instead of managed.

Communication between departments needs to improve: PR shouldn't only be top-of-mind when disaster has already struck.

Apps and tools for PR purposes are only just starting to flourish; another reason why the PR department is often not on management's radar.

Organizations spend too little time working on APIs. Every department should have an API, connecting processes to systems and enabling an agile work environment.

Sébastien also had a surprise, ‘my Oprah moment’ as he called it: Google Cardboards for everyone, to visit a working prototype of a brand-new virtual reality KLM newsroom, which event partner VR-House developed especially for PR is Key. For those who have a cardboard at home, visit http://www.priskey.com/vrnewsroom on your mobile and look at the newsroom in VR. You can also view the newsroom on your mobile or desktop without a cardboard.

4. Putting the personal in PR with Jochem Koole

Last to speak was independent social business strategist Jochem Koole, who had no problem holding everyone's attention with his engaging story on how to successfully involve employees and management in corporate communications and PR efforts. Jochem had this to say:

People are increasingly less willing to pay for content, so it's better to share it for free and make a name for yourself as an expert.

Employees are now trusted more than CEOs, so allow them to present themselves online so they can build relationships with your target audience.

Relationships don’t exist between organizations, but between the people working at those organizations. They have a minimum of seven contact moments before coming to an agreement; moments in which employees can make a positive contribution to the proceedings.

Employee advocacy tools form a slippery slope. Jochem expects Facebook to (further) neutralize these tools by limiting the organic reach of messages.

Forget about the "army of content soldiers" and focus on the 1 percent of employees who really want to act as ambassador for your organization.

Be sure to look out for our more detailed reports in the coming weeks! But for now you can download the slides of all presentations of PR is Key 2017.

]]>priskeySat, 08 Apr 2017 10:30:00 +0200PR is Key 2017: Listen, engage and interact!http://www.priskey.com/pr-is-key-2017-listen-engage-and-interact/
http://www.priskey.com/pr-is-key-2017-listen-engage-and-interact/In a couple of weeks PR is Key 2017 will take place at B. Amsterdam in Amsterdam. An exciting event where PR professionals have the chance to learn more about Real-Time PR. All speaking slots have been filled in and we are proud to announce the full program:

The event will start by introducing our chairwoman of the day: Annemarie van Campen. Annemarie is enthusiastic speaker with lots of experience working as an advisor, contributing to the online development of government agencies in both the Netherlands and the EU. During PR is Key she will introduce the speakers and will make sure all of your questions to our speakers will be answered.

The first speaker of the day is Rob Brown, Vice President of the Chartered Institute of Public Relations in the UK, and managing partner of Rule 5, a PR and digital communications agency. He will talk you through the development of Real-Time content, and the impact of a squeezed communication time frame on your PR strategy. Hereby the focus will lie on the switch from textual information to instant visual information, as real-time video is now a reality.

Real-Time PR can flourish under the rapid developments in technology. Alexander de Ruiter, co-founder of OBI4wan, will share his experiences with the online monitoring of data from social media and other online sources. Furthermore, he will help you to get an insight in what this data can mean and do for your (online) reputation management.

Real-Time engagement of your stakeholders allows you to evolve a message from a two-dimensional notice to a three-dimensional moment. Step away from sending and informing by moving forward to interaction and engagement. This new approach requires the successful alignment of all your channels. Sébastien Willems, CEO of PressPage, will help you to get an insight in setting up an effective workflow that will enable you to innovate your PR strategy and get the most out of your channels.

The right tools, content, and technologies need to be supported and carried out by your organization, and thus your employees. Employees that are still regarded as highly credible sources of information. As the final speaker of PR is Key 2017, social media strategist Jochem Koole will talk about successfully involving your colleagues and your organization’s management in your PR efforts, allowing them to become your social media ambassadors.

We will end the day with drinks and bites, and the opportunity to network with other PR professionals. See you at PR is Key!

]]>priskeyMon, 03 Apr 2017 12:27:53 +0200Virtual Reality: An Opportunity for Public Relations http://www.priskey.com/virtual-reality-an-opportunity-for-public-relations/
http://www.priskey.com/virtual-reality-an-opportunity-for-public-relations/Although Virtual Reality (VR) sounds like a bridge too far for some people, it has recently become more commonplace, not only for consumers but also for businesses. Think about Google Cardboard, but also Samsung Gear VR and HTC Vive Headset, that offer affordable ways to experiment with VR.
]]>The potential of virtual reality as an experimental storytelling platform has many brands already experimenting with the possibilities. The technique is being adopted across industries, not only for its commercial value, but also because it can help stimulate learning and has the ability to connect products to experiences. The North Face isa good exampleof a company that started using VR for this last function. They shot footage of a climb in Yosemite National Park, which was turned into a VR experience for shoppers at its retail outlets in New York and San Francisco.

Europe also has plenty examples of companies that use VR, such as Velux, a Danish company that specializes in roof windows and skylights. They applied VR to help consumers get an impression of the potential of their attic, by showing how a room could look with more daylight with the help of a roof window. Without VR, imagining the impact of Velux’ solutions on a room is hard to do, so the VR experience really helped (potential) customers to get a first look.

Marketing has embraced the opportunities that VR can offer, seeing the potential to empower marketing communication initiatives. Of course there are challenges, however in the eyes ofMSLGroup(a public relations network of companies) there are six powerful reasons for PR professionals to start diving into it right now:

Longer engagement time:VR has already proved that it can hold people’s attention for an extensive amount of time.

Deeper emotional engagement:VR makes consumers part of the brand experience as VR has the unique opportunity to offer an immersive experience that will stay with users forever.

Simplifying the complex:In VR users interact in a way that allows for a much more comprehensive and holistic understanding of the concept.

Greater devotion:VR helps in creating a stronger devotion to the brand, since it gives you the experience that you are really a part of it.

Condensed sales cycle:VR can be used to jump-start a consumer experience when it’s difficult or impossible to introduce the product itself.

VR at PR is Key

We believe that virtual reality will become even more important for the public relations industry. It not only offers marketers but also PR and communication professionals the opportunity to build an experience around the news they are conveying. VR offers a platform to evolve a message from a two-dimensional notice to a three-dimensional moment, in which the audience is not only informed but plays a central role. To give you a better idea of what you can do with virtual reality, VR-House.nl will be present at PR is Key.

About VR-House

VR-House.nl is a young, flexible and fast-growing startup specialized in virtual reality. The startup was founded in January 2016 by two entrepreneurial students with a strong interest in the potential of virtual reality. VR-House.nl is the place to obtain affordable and professional virtual reality products and services. With their own design of the Google cardboard, they brand virtual reality headsets for many customers! In addition to the cardboards and rentals they have been involved in organizing virtual reality related events and demos. Besides, they also have their own development team which make very cool apps.

]]>PriskeyTue, 21 Mar 2017 10:42:48 +0100PR is Key 2017 - Real-time PRhttp://www.priskey.com/pr-is-key-2017---real-time-pr/
http://www.priskey.com/pr-is-key-2017---real-time-pr/This year’s edition of PR is Key will cover the topic Real-time PR. The PR business has changed substantially over the last ten years. It’s not just about maintaining media relations and sending out press releases to newspapers and magazines anymore. New tools and technologies are reshaping the way corporate communication is conducted, while online media are increasing the number of stages we’re acting on. Real-Time PR does not only require monitoring these online media, but calls for active engagement of the entire organization. The question becomes how to manage these various outlets, monitor media coverage, and actively engage both employees and C-level in your social media presence.

Several experts are invited to share their experience and knowledge on the topic, focussing on issues like:

Listening & Monitoring Online

Social Media Ambassadors

C-suite PR

PR is Key 2017 will take place in B. Amsterdam. This complex, with a large rooftop park, hosts over 250 companies, embracing the concept of combining startups, corporate innovation and creative businesses.

We will start the event with a lunch, after which we will start with the speakers. At the end of this inspiring day there will be time to connect and network with other PR professionals.

]]>PriskeyTue, 31 Jan 2017 12:31:19 +0100Save the datehttp://www.priskey.com/save-the-date/
http://www.priskey.com/save-the-date/2nd edition of PR is Key - 20 April 2017In April 2016 we organized the first edition of PR is Key. Expert speakers from Holland and the UK shared their experiences and insights regarding crisis communication. Group discussions yielded numerous tips on dealing with crisis situations both internally and externally.

The event proved to be very successful and we are excited for the next edition! We have set a date which we hope you will mark on your calendar; Thursday 20th of April 2017. We will be revealing more details regarding topics, speakers and location in the coming weeks and months.